Study confirms value of targeted TV ads

04/4/2008 | Wall Street Journal, The

A study by Comcast and media agency Starcom MediaVest indicates that TV viewers who are shown ads tailored to their interests are one-third less likely to switch channels. The study used Experian data to target pet owners with ads for pet products. Laura Desmond, CEO of Starcom MediaVest the Americas, said: "Clients are demanding accountability. We will reward those that deliver a higher level of measurement and accountability to us and our clients."

View Full Article in:

Wall Street Journal, The

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Affiliate Solutions Consultant
Conversant
Santa Barbara, CA
Yield Manager
Mashable
New York, NY